Today H&M open their very first concession store - and the location? None other than Selfridges, Oxford Street.
Yes, there are already numerous branches of the Swedish fashion chain situated along Oxford Street, but H&M at Selfridges offers something different. They will stock a handpicked selection of the latest collections, chosen by regular guest curators, plus limited edition and exclusive pieces - all in a specially designed interior. Magnus Olsson, H&M country manager for the UK and Ireland promises customers 'the ultimate H&M fashion experience' at the Selfridges concession store.
'We are very excited to be opening our first H&M concession store in the world-renowned Selfridges. H&M wants to be in the best business locations worldwide and Selfridges is a great addition to our London store portfolio - a real shopping destination.'
I can't wait to take a look!